Molson Coors and Landor Associates launched exciting new designs for Coors Light packaging. Coors Light seeks to build on its heritage, reinforcing the core Rocky Mountain cold refreshment brand message. The simplified design, launching in the UK, promotes the brand’s position as a Premium Light Tasting Beer, whilst managing consumer understanding that ‘light’ references taste and not alcohol by volume (ABV) content. 

The answer, surely, depends on the planner.

There are designers and creative directors out there who view them with suspicion; who fear being constrained by reams of research and who resent what they see as their meddling. By the same token there are those that appear too frightened to think about a brief unless it has been through the planning department. Neither extreme is healthy.